Young children tend to be relatively indiscriminate when it comes to making friends. As long as the other child is remotely interested in playing the game at hand, they tend to quickly run off together at a playground. As people grow up, however, they tend to become a little more selective when it comes to choosing friends. As we age, we look for people who share interests with us and possess a similar life outlook. When we find people who share these particular qualities, we begin to form relationships and bond with them.
Why we care about finding friends with similar interests
We seek friends who share our interests because these common touch points make it easy to find things to discuss with them. Friends who share our interests can anticipate our needs, answer our questions, and engage us in a way that people with whom we have nothing in common cannot.
Of course, these similarities don’t have to revolve around particular activities. Sometimes, personality traits or beliefs will draw us to our closest friends. But in all cases, there’s something we find engaging and significant in the other person when we begin to form a friendship.
Relationships with companies
For your company to be successful, you must build relationships with your potential customers. Understanding the dynamics of friendship can make this easier. Similar to the process of meeting new friends, your company must seek out potential customers who have particular characteristics that align with your buyer personas.
Just as a person seeks new friends by participating in activities they enjoy, you, must look for new potential customers in areas where those prospects tend to congregate. This might mean going to Twitter if you’re trying to reach the college-age crowd or to the daily commuter newspaper to reach middle-aged commuters on the metro. Knowing where to go to meet potential customers will make an enormous difference in the success of your marketing campaign.
Once a new customer has been introduced to your company, the relationship will need to be nurtured, so it can grow. There are a number of techniques you can use here. For example, providing a regular stream of content that offers value to customers will help them grow to trust your company to answer their questions and provide them with the services they require. Compelling content will also keep bringing customers back to your website or physical place of business. The more they return and are exposed to the company brand, the more willing they will be to do business with you.
You can also build relationships with customers by encouraging camaraderie among them. When customers feel like part of an exclusive group, they tend to have greater feelings of customer loyalty and are more likely to become repeat customers.
Building friendships typically involves finding people who share particular traits in common. You naturally use those traits to build a relationship you come to rely upon and trust. Similar techniques need to be used when building a customer base. Seek people with particular characteristics that match your identified consumer personas, then work to nurture those relationships and encourage people to return time and again. If you think of finding customers like finding friends, you should have great success building a marketing campaign.
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